Previewing the ChannelCon session “Exploring Partner Experience Trends”, Rob Rae from Datto discusses why vendors should put their partner businesses first in his DNA. AchieveUnite and CompTIA teamed up earlier this year to create a common definition of the partner experience. The research revealed four key trends that have proven to be the driving force behind long-term successful partnerships. Enablement is essential today, as the power equation has moved from binary partner relationships to community-based partner ecosystems and communities. Enablement is the new currency, with tools that provide the key path to success for these ecosystems. Carolyn April, CompTIA’s ChannelCon Online speaker, will discuss the findings and other topics in a session entitled: Exploring Partner Experience Trends.
AchieveUnite talks to Rob Rae, senior vice-president of business development at Datto to discuss why vendors need a “Partner Business First DNA.”
Please tell us about the power equation, and what you believe has changed in the market regarding partner experience.
Over the past 40 years, the emphasis has shifted away from hardware to managed services that can easily be customized and localized through a channel. Because the channel delivers and bundles these services, vendors are less important. End users are less concerned about the specific tools and vendors in their stacked solutions.
About 85% of company communications are now focused on helping business partners grow. How does this relate with the power equation?
The days of small and medium businesses having a direct relationship to large vendors are gone. If you want to be a vendor and have access to small and medium-sized businesses, you need to work with the channel. You are the channel’s new sales force. They need the tools, tips and tricks, as well as MDF assets, to communicate with and sell to end users. When you invest in your channel and help it grow, you create loyalty and trust.
Interorganizational trust is crucial to the partner experience. How does Datto establish trust?
There are several factors to consider. First, channel-only strategies are important. Vendors selling directly to end users can create distrust. It is impossible to separate the channel from your personal relationships. There will always be some crossover.
While you can still have a strong channel strategy and build trust within your channel, it is possible to sell direct. You must be transparent in your communication and accept that mistakes can happen.
Our solution providers we work with are called partners. Our solution providers do not have to be customers or clients. It is important to build a sense of community among your solution providers so that they can share in your good times. They will also experience hard times when you are going through them.
Next, you must provide the training that is needed to build trust. It is important to be responsive, provide support, and reach all areas that your partners need. You will be amazed at how your business will develop if you act in their best interests.
What role do you think “partner ecosystems are the new channel” plays in the power equation?
IT’s human side often gets overlooked. If we want to communicate effectively in this industry, we need to be able to understand and increase our emotional intelligence. This is about building relationships and bringing people together with all levels and expertise.
Talking to one of my partners is like talking to a friend. They will understand technology better than I will. They have access and reach that I don’t have. What I do know and understand is how it works and what the value is. And how to communicate that value with the end user. I take my strengths, which include finding the value and overcoming objections, and then I take the strengths and technical skills of our community to create information that will help us both deliver better.
What thoughts or suggestions do you have regarding COVID-19?
Our world was completely turned upside down by COVID-19. This pandemic was terrible, but it did teach us some things. The channel is powerful and essential. The channel allowed us to pivot quickly and allow us to continue our business as usual from home.
Second, the channel has never been more responsive and agile. The channel has more opportunities than ever before. The channel had a great growth plan prior to COVID-19. However, it was a little stumbling.